@aaronfriedman

Surviving Personalization with Bing & Google By: Aaron Friedman

SEO Manager, SPARK

@aaronfriedman

AGENDA

I. Part 1 - Current Issue in Personalized

Search • Important Factors of P.S.

• Tips to show up more and be relevant

II. Part 2 - The Future of Personalized

Search • How Entities play a role

• What this means to us

III. Re-cap

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Barriers of Personalized Search

How do I get my information to show up?

How do I reach a larger Audience?

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Quantity Quality

Aspects of Visibility

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Quantity

For Users this means…

Getting more relevant results based on the people

we are connected to.

For Marketers this means…

Getting more people to see our

results.

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• Buy ads on Facebook • It’s ok – Not the shady way

Undressing The Secret Of Facebook: Paid Organic Is The New Black

Grow your other networks

• More Twitter Connections

• More G+ Connections (and Google + is REALLY important)

Which REALLY Means…

facebook.com/ads/create/

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Quality

Do’s Don’ts

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Create Unique Content

- Don’t Plagiarize

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Don’t Neglect your networks

Leverage them, understand what makes

them tick

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… Be Imaginative, but still identify

with your brand

Don’t Use Generic Images…

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Be Creative

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Be Useful and Helpful

@aaronfriedman TACTICS Ready to improve Quality?

Lets Talk

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Tactics to improve quality

Identify what people

are talking about to

assist with content

creation

Maximize and

optimize messages

shared on Facebook

by users.

Ensure the message shared

by users on Twitter is the

appropriate message, and

one you want shared.

Twitter Long Tail

Suggestion

“Tweet What

You Want” Code

Open Graph

Optimization

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Tweet The Long Tail

Lots of Opportunity here!

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Step 1 - Identify Keywords

• Understanding what

long tail queries are

driving people to your

site

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Step 2 - Look At Social Data

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Step 3 – Develop Content

http://searchengineland.com/how-to-prioritize-the-long-tail-with-

twitter-118434 MORE INFO ON THIS METHOD

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Open Graph Optimization

Og: Title ~ 95 Characters

Og: Description ~ 297 Characters

Sample of 300 Webpages

<meta property='og:title' content=‘ '/>

<meta property='og:description' content=‘ '/>

<meta property=‘og:image’ content=‘ />

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It Makes Posts Look Bad

No Image

Not

Utilizing

Character

lengths

Non

informative

Description

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Before anything - Put this in the HTML of your page

<p class= “tweetThis”>THIS IS WHERE YOUR MESSAGE GOES</p>

Tweet What you Want

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Typically they grab:

• Title Tag

• Header

Problem: These are underutilized

73 Characters in Header

~20 URL

~14 Twitter Handle

107 Used

33 Left

How Tweet Buttons Work

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Put This In Your Tweet Button

<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>

<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>

<script type=”text/javascript”>

$().ready(function(){$(‘.tweetThis’).hide();});

function tweetSelectedText(){

var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();

var twtUrl = location.href;

var maxLength = 140 – (twtUrl.length + 1);

if (twtTitle.length > maxLength) {

twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;

}

var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);

newwindow=window.open(twtLink,’name’,'height=500,width=500′);

if (window.focus) {newwindow.focus()}

}

</script>

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Send a Better Message to Users

<p class= “tweetThis”>

Actions and what people do

are the new SEO and

Pinocchio's lying big nose.

</p>

Pro Tip:

Change the message the next day

to reach people not interested the

first time.

http://searchengineland.com/how-to-tweet-what-you-want-

because-content-matters-121748

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The Future Will Be Different

Part 2 Engines are more social

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The Rise of Entity Search

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Google SERPs Today

Entities Are Everywhere

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SERPS Are Also More

Social Than Ever

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Engines are creating something separate from their text index that

consists of entities and attributes…

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White House On the Corner Painted Blue

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Its About Understanding Concepts Through Words

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Frictionless Sharing Verbs Action Attribution

https://developers.google.com/+/api/latest/activities

http://ogp.me/

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These are Entity So AreThese

And This

Actually, we all have the

potential to become entities

http://searchnewscentral.com/20120117236/Technical/seo-a-

named-entities-what-can-we-learn.html

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Remember the

wonder wheel?

(RIP)

And By The Way…

New Google Panels

function in a similar

manner.

(Think about that)

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Be Excellent to Each Other And Relevant For What You Want To Be Known For

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Its already happening

on Bing

Become one of these people?

What are they doing different???

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The Future Of Entity Search Is Interest-Based Demographics

What I tell you I am

interested in defines me

Social Data is Your

Attributes

Not Interested Love it!

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Interest Graphs Already Exist

See: peerindex, klout, mentionmapp, mirror.me

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So What? What am I supposed to do with this?

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Focus on Rel=Author

• This will play a huge role in Entities

Focus on Quality Content

• Develop it according to what users are Looking for

• Stay Relevant to Themes

Spend Time Growing Your User Base

• Don’t Build an Empty Following

• They are your core

For Now

@aaronfriedman

Aaron Friedman SEO Manager at

www.digitalhighrise.com

aaron.friedman@sparksmg.com

@aaronfriedman

+

@aaronfriedman

Thank you